8.9M Mobile Users in HK. Mobile Marketing is a MUST!!

Dear Friend,

This summer has been SO Exciting! If you are paying attention to the latest market trend, there is a furious WAR of MOBILITY going on out there!! More details later, we have been very busy in August with 4 public events and 1 corporate engagement including:
- 2012-08-16 Tradelink-Adams “Online Developing OBM business in China” at Mira Hotel (16 people from enterprises developing China market)
- 2012-08-22 HKIRC2012 Digital Marketplace – Creating New Online Business Frontiers” at Cyberport (400+ people from SME’ and local enterprises) [see photos]
- 2012-08-23 Adams “Strategy of e-Marketing & Social Media” at Mira Hotel (15 people from enterprises of FMCG/Retails Industry segments)
- 2012-08-30 香港出口商會 “如何利用網絡及社交媒體助你瞄準國內目標客戶?” at HKPC (25+ people from SME’s and local enterprises)
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Our next e-Marketing Training is on Sep 20, 2012, the registration is open now. if you have friends who are interested to join, please feel free to forward this link to them for us (www.adamshk.com/trainings/strategy_of_emarketing_training.htm).

I am excited to inform you that we are in the middle of compiling a brand new website of Adams with most of our updated news showing on www.adams.com.hk (it also works for www.白武士.公司.香港). Did you know it is free to bundle a Chinese domain? I only found out at the HKIRC event on Aug 22, 2012. ;)

Ok, that’s enough for the news of Adams, let’s get back to our main topic of this e-Mail. As marketer, I am very concerned about how to push marketing messages to our target customers. With the rise of Smartphones, namely starting from iPhone, now it is the age of Samsung (at least true for Hong Kong), the mobile internet users are ever increasing at a rate faster we can imagine. According to IDC’s research, “the worldwide smartphone market grew 42.5% year over year in 1Q12, as Samsung overtook Apple for the smartphone leadership position. Vendors shipped 144.9 million Smartphones in 1Q12 compared to 101.7 million units in 1Q11.” (www.idc.com/getdoc.jsp?containerId=prUS23455612)
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We live in an Internet Age, more accurately….we live in a “MOBILE AGE”. In Hong Kong, according to the Office of the Communications Authority, there are nearly 9M 2.5G/3G/4G mobile subscribers as of May, 2012. How can we win on WhatsApp is the very question I am asking myself every day. WHY? WhatsApp has successfully stolen the mass of public who are used to chat on Facebook and to certain extend discussion forums. However, there is no official advertising channel on WhatsApp, advertisers have no formal ways to push their marketing message by using this platform. Well, you can still do it manually but it is going to be difficult and, in Hong Kong, you must also observe the UEMO (Unsolicited Electronic Message Ordinance). I heard in a seminar from WeChat (Product of Tencent, producer of famous “QQ” in China), that they are opening advertising channel on this WhatsApp equivalent product. This is good news to advertiser and who want to penetrate the China Market.
From the same IDC report mentioned above, we see the sales growth of Samsung is overtaking Apple, the wave of “Galaxy” is making a phenomenon success in the market everywhere! Specifically, I think Samsung Galaxy Note is fabulously transforming the market and mobile experience. If you compare its screen resolution, weight, display size, battery life…etc, it is winning by far. It is exactly the reason a lot of non-technical users, including my wife, are enjoying the first time experience of Smartphone in their lives with it! My question to ALL marketers are “are you ready to embrace the market of mobility?”. That is,
- Have you set your SEM (Search Engine Marketing) to include Mobile devices on Google?
- Are your advertisements showing on Google Mobile Network (AdMob)?
- Are your landing pages/mini-sites/corporate websites of your online marketing “Mobile Ready” auto-fitting to iPhone, Galaxy Note, Galaxy Tab, iPad… with “finger-friendly” menu items? [Adams is doing a real testing using the Google mobile site converter on our project www.ladies.gig.hk, it is now mobile ready! :) ]
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- Are you purposely collecting mobile phone numbers of your target customers for promotional channels like SMS, WhatsApp, WeChat, Line, Kakao…etc?

Do you really want to develop a mobile app on iPhone or Android? My simple answer is NO. You maybe surprised that I would not recommend people to develop mobile apps for your company/brands/products? The reason behind is that it is just too difficult to be successful in terms of downloads and usage. There are research showing over 50% of people would not use more than 3 apps per day and only 30% of people who may use more than 5 apps. In order to win this game is NOT EASY! However, I would suggest you to make sure to include “Widgets” in your mobile apps if you do think you may have chances to win. With Widgets, you can push messages instantly to people’s Smartphone screens without opening your app. It is really useful way to get your message across. The Hong Kong Observatory is a great example!(http://www.hko.gov.hk/myobservatory_e.htm)
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In summary, we do not have time to get ready for this “WAR of MOBILE AGE” as it is already happening. We need to act really swiftly and tactically to win over the competitions. Mobile Commerce is also a key area that we have to pay attention as e-Commerce is so mature in this age!
Have a great weekend and I look forward to connecting with you soon!

Best regards,
Matthew Kwan
Principal Consultant
Adams Company Limited

Time to change: NEW Facebook Timeline! Are you ready?

Dear Friend,

Greetings to you! It was such a nice break during Easter holidays celebrating the resurrection of Jesus Christ. March was a very busy month for us as we were invited to speak at various seminars and training classes including:
- Whaft T&T e-Business “Viral Marketing Seminar” [Viral 宣傳基本法] (Mar 21)
- Brand Development Council “Social Network Explosion” [Like 爆 Social Network] (Mar 27)
- Strategy of e-Marketing & Social Media Training at the Mira Hotel (Mar 28)
- Hong Kong Institute of Accrediting Accounting Technicians “Presentation Skills Workshop” (Mar 29)

After the successful training we co-organized with Tradelink “From OEM to OBM: Selling in China through e-Marketing” Workshop in February, we are excited and going to re-run the training on April 26.

We are seeing strong momentum of Adams most popular e-Marketing & Social Media course, the next scheduled class is on May 31. If you have friends whom maybe interested to attend, please help us to forward this information to them.
class
We have recently launched an interesting facebook campaign of a well-known brand from Germany, Dr Beckmann, about their strong product of “Colour & Dirt Collector” (混色洗衫大挑戰). Do challenge yourself to win the prize of the product!

Starting from April 1, 2012, Facebook is forcing everyone to migrate to the new “Timeline” look, are you ready? If you are interested on the new Mission Control concept behind the new change, I strongly encourage you to view the insightful videos from the New York Conference of Facebook (http://www.facebook.com/business/fmc).

It is great to connect with you again and I look forward to meeting you soon next time! If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977.

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Enhance Your Customer Experience with Social Media & Mobility

Dear Friend, I hope you had very enjoyable festive holidays during Chinese New Year! May you have a prosperous and great year ahead! I am excited to inform you that our first engagement with Tradelink (www.tradelink-ebiz.com) to offer the first course about “Building OBM Business Online” (中國內銷到外銷 ~ 網上創建OBM營銷策略~) on Feb 16, 2012 has a very good response.  To date, there are already 24 people registered. After seeing the overwhelming response in 2011 on Adams popular e-Marketing & Social Media course, we are re-launching the same series again starting on Feb 29, 2012.  If you have friends whom maybe interested to attend, please help us to forward this information to them. We have recently launched an interesting campaign for Kikkoman on Facebook萬字廚神大挑戰, if you are interested, feel free to test your cooking knowledge! It should be fun! The key challenge of our world today is about attracting the “eye-balls” of our customers.  With overthrowing information and messages pushing to their eyes, what is differentiating your products from others is the question we have to answer.  More and more customers are expecting to get customer care through Facebook, Twitter, Weibo and other social media.  So how ready are you to connect with your customers through Social Media?  Instead of telephone and e-Mail, do you have the dedicated customer service personnel to respond to customers’ needs through Social Media?  But the fundamental question is have you opened these Social Media channels for your customers to contact you?  If not, then you are probably losing the competitive edge in this Internet Age! One great example was how Virgin Australia won over so many customers during Qantas’s crisis with their extensive twitter coverage a couple months ago!  Another great example is to look at how KLM Airline to engage their customers using social media making their trips different (http://www.youtube.com/watch?v=pqHWAE8GDEk). There is another very important area to look into, that is how “mobile-ready” is your customer service.  It means can your customers contact you through their mobile devices including iPhone, Android Phones, iPad, Tablet PC’s and more.  When you visit most of the company websites these days, they are still using resolution suitable for PC viewing.  However, researches are telling us, the number of Internet users are going to grow with mobile users and to surpass the number of PC Internet users in 2013 in China, the largest Internet users country in the world!  Imagine, your customers would never find it user friendly if they have to resize the screen for every page they visit on your website using their mobiles phones.  The likelihood is that they will eventually shifted other competitors who are offering their services and customer care with a mobile device friendly website.  The long term impact is HUGE!! Above are just some basic considerations when you plan to improve your Social Media and Mobility engagement with your customers.  There are other concerns when you are really try to launch your customer support services through these media.  Operationally, how to track your support logs in your customer relationship management system is going to be a challenge as there are not many options that are currently enabled with social media integration.  If you had to develop it in-house, there would be a cost to it and would it be justified?  Nonetheless, these are some issues we need to address quickly as the Internet world is not waiting for us! It is great to connect with you again and I look forward to meeting you soon next time!   If you are interested to find out more, please do not hesitate to contact us anytime on +852 2723 9977 & email: [email protected]. Best regards, Matthew Kwan

Principal Consultant
Adams Company Limited

Would you dare to share!

Dear Friend,

It was such an exciting and privileged occasion to interact with over 30 Sales & Marketing leaders in different industries at Adams e-Marketing & Social Media Training Course on Aug 4, 2011.  I personally found the contents and case studies are so interesting to generate some very good ideas for our promotion & marketing programs.  With the overwhelming responses, we have decided to re-run the training again on Sep 8, 2011.  If you have friends who maybe interested to attend, please feel free to ask them to register on http://www.adamshk.com/events/course20110908.htm or they may find out a bit more on http://goo.gl/DkfXU .

Today, we are bombarded by promotional e-Mails, overflowing advertisement web banners, unknown Facebook invitations and wall posts… Personal Touch is one of the most important success factors for any e-Marketing and social media campaigns.  In our own experience, by addressing the recipients’ individual names in an e-Mail, the eDM open rate can actually be increased considerably.  However, in order to do this, one needs to diligently collect and update the distribution list on a better eDM platform.  The eDM platform should be good enough to cater multiple languages including Traditional Chinese & Simplified Chinese as well as SMS Text Messaging with programmable follow up actions to create a tailor-made user experience.

In order to win over the e-Marketing & Social Media game, you need to dare to share as a person.  We have seen many e-Campaigns running in the past couple of years, though Think Virally will always be the best way to win, the traditional Word of Mouth (WOM) marketing is the basis for Viral Marketing.  WOM is based on personal relationship and trust, if you cannot build up this personal trust, you will never get very far!

Personal Touch is also about the language you use, in a lot of cases of Social Media Marketing, you really have to use colloquial language to get resonance or echoes from your target audiences.  We often have  arguments and clashes with our clients about using colloquial language versus formal written language, for example, on wall posts of Facebook.  Corporate Communication Managers and PR Managers do not like us as they have very restricted guidelines on the tone of communication.  However, they really have to tune their mindsets and maybe have a new job position open as Social Media Communications Manager to be more socialable!

Responsiveness & interactive conversation is another area of the challenge if you dare to share on Social Media.  The question is do you have dedicated staff to respond to the “happy” problem when your target audiences/customers are really responding to your invitation and comments and how quick can you respond?  A typical answer I give out often is 24 hours at maximum you shall respond to the comments.  Well, you have the choice to do it yourself or to hire some consultants like Adams to do for you.

By the way, we have a new logo created for the Small & Medium Enterprises website (www.sme.gig.hk), there is a new special offer on the free trial of  Photocopier from a well-known brand on the site.  You can get a prize of iPhone 4 if you successfully sign contract as a customer.  Enjoy the chance!

I look forward to connecting with you again soon!

Best regards,

Matthew Kwan
Principal Consultant
Adams Company Limited

Think Virally to Expand your Business!

Dear Friend,

Hope you are enjoying the hot summer despite the unstable weather in Hong Kong in the last 2 weeks!

t has been a great honor for me to have the chance to present at The Entrepreneurs’ Network last week in Hong Kong on the topic of “Think Virally to Expand Your Business!”.  We have an overwhelming crowd of over 50 successful entrepreneurs from different businesses gathered at the event.  It is my belief now that if you want to be winning in this Internet Age, you have to Think Virally!!

Think Virally is not natural to many of us even if we have many years of experience in Sales & Marketing.  However, if we are back to basic, it is only about building a mass network of Word Of Mouth (WOM) marketing.  The question is HOW to build this network.  Facebook is definitely the easiest to access network on the face of the earth with over 500 million users but we are not talking about single way of communication!  So we need to think of ways that you can leverage what existing community you have on it (or any other social network) and try to come up with sales/marketing programs that will attract people to spread the news for you through their own networks of communities.  You really have to think of (marketing) messages that is asking the audience to take action for other people/friends’ sake!  It always has to be Win-Win, nobody is going to take your message to their friends if they are not winning themselves!

We have seen many different successful and famous brands are putting a lot of efforts on social media these days but they are not really thinking virally.  A lot of the campaigns we see today are still at the pre-social media stage of just using social media as merely another advertising channel but nothing else!  In the last 2 years, Adams has collaborated with different clients to build Facebook campaigns to reach favorable results based only on one single idea,Viral Effectiveness.  If it is Viral Effective, it will help you to grow Brand AwarenessSales and Customer Database at an exponential rate!  For example, we helped a sportswear chain during FIFA World Cup period to create a game for people to tag friends on Facebook to form football team to get prize/gift/discount at their chain stores.  Imagine the Multiplying Effect of forming just a team of 7 people and the 7 people to form another 7 teams…!  I think, by now, you should have got my point if you want to be successful in your sales & marketing campaigns, then you have to Think Virally to Expand Your Business!

Three weeks ago, we launched a training course called “Strategy of e-Marketing & Social Media Marketing” which to be held at the beautiful and modern hotel The Mira Hotel Hong Kong.  The response was overwhelming and the class was full within the first few days of registration and we had to arrange a bigger room to accommodate all the attendees.  Hence, we decided to arrange one more additional class on September 8, 2011 at The Mira Hotel Hong Kong again.  If you or your friends are interested, please feel free to register on http://www.adamshk.com/events/course20110908.htm.


I am not sure how many of you are having problem in managing the post 80’s employees, CAPITAL is collaborating with McDonald’s, Sony Computer…to come up with a wonderful 2-day course to cover how to motivate and manage post 80’s employees on July 29-30.   In the last few days of registration, you may enjoy 5% discount by registering through Adams on http://adamshk.com/events/capital20110729.htm


Finally, I have written another article on “Giving up is a way to gain!” for a professional institution in Hong Kong which you can find it on our slideshare page http://www.slideshare.net/adamshk.  A number of the prioritization and planning skills covered in the article are the essence of what I have learnt throughout my career!   Hope you will enjoy it.

Thank you for your continued support and I look forward to connecting with you soon!

Best regards,

Matthew Kwan

Principal Consultant
Adams Company Limited

Social Media: Business or Not??

Dear Friend,

Greetings to you!
I am so glad to share with you that we had a very successful event with Wisers Information Limited (Wisers) earlier this month on the topic of “Brand Formula through Social Media”. The event wasFULL HOUSEin a room packed with160 peoplecoming mainly from companies ofBanking &Finance, Government & NGO’s and Marketing Professionals. I was thrilled to speak alongside with domain experts from Greenpeace, Ogilvy andWisers. If you are interested to view my presentation, please feel free to check it out onhttp://www.slideshare.net/adamshk/adams-wisers-social-media-seminar-20110602
Facebook

So, do you think you can get businessthrough your Facebook Account or Facebook Fan Page or Facebook Groups or Facebook Social Ad? If I have lost you on these terms, you definitely need to get yourself educated on the differences, otherwise you will not be very successful to promote your company/products/services using Facebook. Why am I pinpointing on Facebook? It is because there are more than3 Million registered users using Facebook in Hong Kong which is about 75% of the total Internet population in Hong Kong. This is a serious matter as there isno single advertising media have this kind of direct reachon a personal basis than Facebook in Hong Kong and in the world. There are actually more than 500 Million Facebook users in the World which contribute to more than 25% of the worldwide Internet population. The most important success factor is to ensure there is element of “Viral Effective”. Majority ofAdams’larger projects in the last 2 years are all related to Facebook and we alwaysthink Virallyto bring pivotal results for our customers.  You may read more on our methodology and philosophy onhttp://www.adamshk.com/e-Marketing/social_media.htm

Twitter
Are you really ready to engage with the customers and do business? According to a article onwww.mad.co.uk, Dell managed to make over US$6.5 Million sales throughTwitter alone by end of 2009 and US President Obama is having over 8M followers on Twitter alone. However, Twitter is not so popular in Hong Kong as it does not offer Traditional Chinese interface butAdamsis recommending customersto use Twitter as a connector to multiple Social Media. There are actually a number of way of doing it if you know the right tools. It is highly effective for disseminating your company and product news to multiple channels.

YouTube

Do you know Hong Kong is one of the highest visit location of YouTube? Do you know you can actually post Video advertisements (Traditionally only available on  TV) right next to videos of your target customers when they search for interested topics? It can be so targeted and relevant and effective but we do not see a lot of these advertisements yet in Hong Kong. Are you aware that we live inpost-modern age that people enjoy watch videos than purely reading textsHave you opened you YouTube channel for your company yet, showing demos, advertisements, testimonials, events….to create a prominent online presence? What I am trying to say here is that a lot of companies are lacking behind onusing YouTube tactically and effectivelyThe potential results can be exponential if you are doing it right. Adams has started helping customer to place their TVC’s on YouTube for quite sometime and the ROI’s are very clear.
China
Earlier,www.renren.com(人人網) has merged withwww.kaixin.comto form the largest Social Media Network in China. On May 4, 2011, RenRen.com has become the first ever Social Media Network beinglisted on New York Stock Exchange raising US$743.4 millionwith highest trading price at US$21.93 on the first day of trading. There are many business implications with its huge growth potentials. If you are planning to reach customers in China, then you really have to understand Sina’s Weibo (microblogging site equivalent to Twitter), Youku.com and Tudu.com (Video Broadcasting sites equivalent to YouTube), Baidu Tieba (China’s largest discussion forum) and a whole bunch of other Social Media Network sites. The competitions are furious and extremely exciting. However, the cost of exploration is not small at all! Adams is actively helping customers to use the most relevant and prominent social media in China to create most effective online presence and awareness.
Summary
Ultimately, we are living in an Internet Age, people tend to find you through Search Engines and Social Media than anything else. We are talking about Online PR and Online Branding exercise here.  It is exactly the same as you would do it in the old days, you need to manage your public facing communications to get the best branding, perception and awareness. If you do not act now, it is going to be too late as your competitors are out there looking for ways to penetrate the market any minute NOW using Social Media. We see a lot of companies have started their effort in testing the effect of Social Media Marketing but we also see too many cases that the companies are not having a clear strategy! If you would like to understand more how to plan your Social Media Marketing Strategy for your special business, please do not hesitate andcontact us on+852 27239977oremail usat[email protected].
Best regards,
Matthew
Matthew Kwan
Principal Consultant
Adams Company Limited

藉社交網站威力,開拓無限市場潛力!

Social Media

Social Media

 

關廣智 (www.adamshk.com 首席顧問) Copyright 2010.


互聯網已成為我們生活的一部份,據相關統計數字於2009年尾顯示,全球用戶逾18億,而中國亦高居榜首,截至20104月份互聯網用戶已超4億。Six Degree of Separation, 奧巴馬的競選宣傳策略, FacebookYouTubeTwitter (或微博) …等等的社交網站 (Social Media/Networks) 不斷創造市場新驚喜。面對這最具潛力又龐大的宣傳廣告平台,市務人員刻不容緩,不能忽視! 如何借力打力,開拓無限市場潛力,發展超然商機創造力呢?最重要有以下幾方面:

1.了解你的目標客戶於社交網站上的特性:

- 那些社交網站是他們經常流連呢?

- 那些是他們最有興趣的群組呢?

2.清楚你於社交網站上可達到的目的

- 究竟是建立人際網絡還是可以硬銷呢?

- 究竟是建立形象還是還是廣發消息?

3.利用社交網站的互動工具達到最大擴張效果

- 上載內容於社交網站時有沒有同時發佈於其他社交網站呢?

- 你的網頁和社交網站上有沒有互動地embed 不同的社交網站上的內容呢?

- 你的網站有沒有充分利用社交網站的分享功能呢?

4.恆久發放資訊保持曝光機會

- 要吸引你的跟隨者,資訊必然要新鮮、相關

- 要建立群體,就要準時和定期回應回覆

社交網站的威力在乎你所傳遞訊息的滲透力,如果你的跟隨者越來越多,你的長遠利益也必然顯著。雖然社交網站的爆發力可以非常強大,但並非頓時必然可見,所以要發揮得淋漓盡致就只得努力嘗試,把握最

Social Media

Social Media

 

關廣智 (www.adamshk.com 首席顧問) Copyright 2010.


互聯網已成為我們生活的一部份,據相關統計數字於2009年尾顯示,全球用戶逾18億,而中國亦高居榜首,截至20104月份互聯網用戶已超4億。Six Degree of Separation, 奧巴馬的競選宣傳策略, FacebookYouTubeTwitter (或微博) …等等的社交網站 (Social Media/Networks) 不斷創造市場新驚喜。面對這最具潛力又龐大的宣傳廣告平台,市務人員刻不容緩,不能忽視! 如何借力打力,開拓無限市場潛力,發展超然商機創造力呢?最重要有以下幾方面:

1.了解你的目標客戶於社交網站上的特性:

- 那些社交網站是他們經常流連呢?

- 那些是他們最有興趣的群組呢?

2.清楚你於社交網站上可達到的目的

- 究竟是建立人際網絡還是可以硬銷呢?

- 究竟是建立形象還是還是廣發消息?

3.利用社交網站的互動工具達到最大擴張效果

- 上載內容於社交網站時有沒有同時發佈於其他社交網站呢?

- 你的網頁和社交網站上有沒有互動地embed 不同的社交網站上的內容呢?

- 你的網站有沒有充分利用社交網站的分享功能呢?

4.恆久發放資訊保持曝光機會

- 要吸引你的跟隨者,資訊必然要新鮮、相關

- 要建立群體,就要準時和定期回應回覆

社交網站的威力在乎你所傳遞訊息的滲透力,如果你的跟隨者越來越多,你的長遠利益也必然顯著。雖然社交網站的爆發力可以非常強大,但並非頓時必然可見,所以要發揮得淋漓盡致就只得努力嘗試,把握最

Get your Facebook “Username” to get maximum exposure

facebookBy Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!facebookBy Matthew Kwan © Copyright.  All rights reserved.  Principal Consultant, Adams Company Limited  (www.adamshk.com)

In the past, Facebook did not automatically give out a short cut link to your account or page. However, now you can create your own shortcut called “username” to allow people to type in a unique link for your account or page. It is an excellent way to give you especially your company a better branding in general.

e.g. www.facebook.com/adamshk

The way to apply the username is very simple. Once you have a published/online page or account, you can just type www.facebook.com/username to register.

However, it may take a day or two before the chosen username is approved to use and you are not supposed to change the name in future. Hence, you must get the name right the first time though I think you may have once chance to change!

By having the username defined, it is an excellent way to invite other people to visit you/your page with ease!